Marriott’s Strategy to Survive an Economic Crisis: Invest and Reposition the Brand

Abstract

As the Covid-19 pandemic subsides or becomes manageable, will travel return right back to pre-pandemic levels, or will hotel companies have to adapt to a new way of doing business? This case study looks at some of the key decisions made by Marriott International during the 2008 global financial crisis, with an eye on how this experience may inform business strategies to cope with possible pandemics that may affect the industry in the future. Rather than waiting for the tide to turn, Marriott decided to focus on investing and brand repositioning.